The UK pick-up truck market has remained surprisingly resilient in 2025, with sales rising 10% in the first half of the year to 20,902 units despite an overall decline in light commercial vehicle sales. This endurance comes even amid stricter emission standards and upcoming tax changes that will affect double-cab pick-ups.
The market continues to be led by established models such as the Ford Ranger, which holds the position of the UK’s third best-selling light commercial vehicle overall. Meanwhile, the Toyota Hilux ranks as the next most popular pick-up, sitting seventh in the overall LCV sales rankings.
However, the double-cab pick-up segment is set for a significant shake-up as new Chinese manufacturers enter the UK market, aiming to capitalize on evolving regulations by offering electrified versions. These new entrants, including brands like Great Wall Motors (GWM) with its Cannon model and Maxus with electric options, present competitive alternatives focused on toughness, capability, and new energy powertrains.
Chinese pick-ups are gaining ground through a combination of affordability, advanced electric and hybrid drivetrains, and a range of body styles suited for business and personal use. For instance, GWM’s Cannon, scheduled for launch in the UK, offers diesel-powered engines with four-wheel drive and rugged off-road credentials, targeting competitors like the Ford Ranger and Isuzu D-Max. Meanwhile, Maxus has introduced the T90 EV, the UK’s first fully electric pick-up, focused on urban and light commercial users looking to meet tougher emissions requirements.
These Chinese vehicles arrive in a market shaped by shifting taxation rules, including the phasing out of tax benefits on certain double-cab models, prompting manufacturers to develop electrified versions that align with stricter emissions targets while maintaining consumer appeal.
In summary, while traditional models like the Ford Ranger and Toyota Hilux remain dominant, the UK pick-up market in 2025 is witnessing a wave of disruption through Chinese brands offering electrified and competitively priced options. This influx heralds a more diverse and technologically advanced pick-up landscape poised to meet both regulatory demands and evolving customer needs.
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